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This case study shows how Beeby Clark+Meyler developed a social content strategy for client Playtex Baby. The strategy led to increased engagement rates, higher fan counts, and business-vital product recommendations. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal [email protected], 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm
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Playtex Baby!Social Content Strategy!!
BeebyClarkMeyler.com | @GoBCM!
• Playtex Baby needed to communicate a brand positioning in social media that would strengthen brand equity perceptions of superiority."
• There was inadequate engagement and reach in social media."
• Needed to acquire influential product recommendations through ratings and reviews."
BeebyClarkMeyler.com | @GoBCM!
• Based on research and insights, we repositioned the brand with a voice that feels more like a ‘friend’ than a company – someone a mom would want to talk to – someone who gets mom."
• We called the new voice Every Mom and developed a systematic approach to content creation, which could then be tested, measured and optimized month over month."
Every Mom is a genuine voice of motherhood…
with all its triumphs and tribulations. She is an
amalgam of all types of moms.!
BeebyClarkMeyler.com | @GoBCM!
• Each social action (Like, Share, Comment) on a piece of content was weighted according to the brand’s objectives and analyzed to determine the themes that our audience engaged with most. We also analyzed content by media type, posting time/date and nature of post. "
• Over time, we were able to identify the most successful content and increase engagement by implementing our learnings."
BeebyClarkMeyler.com | @GoBCM!
• A system of visual assets were developed to ensure consistency across social platforms, including a post template for Facebook."
BeebyClarkMeyler.com | @GoBCM!
• The social engagement score has increased 7x on average since implementing our new social content strategy.""
" Pre-BCM Management" BCM Managed"
Historical Engagement Score Average
Monthly Engagement Score
Fan Acquisition Campaign
BeebyClarkMeyler.com | @GoBCM!
• A ratings and review platform was implemented and generated results through weekly Review-to-Win contests, which awarded prizes to random reviewers of specific products."
• In 7 months, over 2,300 reviews have been generated on the website and Facebook tab, an average of 328/month. This is over 5x the CPG brand average of 61/month."
"
328 reviews per month"Playtex Baby!
"
61 reviews per month"CPG brand average!
"
BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. "We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. "For more information, contact Stuart Meyler, Principal"[email protected], 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"
